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    Marah Michele
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    Systematically measure the tone and topics of social media discussion on US Navy outlets. Data indicates that users are experiencing a 93% response rate to any questions they pose via social media. In the event that the feedback rate decreases to below 85%, the client should step into the conversation and help to respond to users questions.

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    Systematically measure the tone and topics of social media discussion on US Navy outlets. Data indicates that users are experiencing a 93% response rate to any questions they pose via social media. In the event that the feedback rate decreases to below 85%, the client should step into the conversation and help to respond to users questions.

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    298 views1 page

    SMM 3

    Uploaded by

    Marah Michele
    Systematically measure the tone and topics of social media discussion on US Navy outlets. Data indicates that users are experiencing a 93% response rate to any questions they pose via social media. In the event that the feedback rate decreases to below 85%, the client should step into the conversation and help to respond to users questions.

    Copyright:

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    Download as PDF, TXT or read online from Scribd
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    of 1

    U.S. Navy Social Media Report Three --- Oct. 29 Nov. 29 (Period 3) Marah M. Lidey As compared to Oct. 1 Oct.

    t. 28 (Period 2)

    Facebook.com/USNavy NumberofFans:198,682 UnitofAnalysis:UserComments SamplingRate:1/10

    OfficialBlogofU.S.Navy Navylive.Dodlive.Mil UnitofAnalysis:BlogComments SamplingRate:none

    Twitter.com/NavyNews NumberofFollowers:15048 UnitofAnalysis:UserTweets SamplingRate:none

    Note:Smallarrowsindicatechangefromlastreportingperiod.=increase=decrease.

    Goal: Determinetheaveragelevelofexpected feedbackforUSNavypublicswhoengagein socialmediainordertoincrease,decreaseor continuethelevelofUSNavyinternalsocial mediaengagement. Systematicallymeasurethetoneandtopics ofsocialmediadiscussiononUSNavyoutlets todetermineiftheirsocialmedia engagementneedsarebeingsatisfied. Results: Dataindicatesthatusersareexperiencing a 93%responseratetoanyquestionsthey poseviasocialmedia.Usersareproviding feedbackforoneanotherandinteracting continentlyrespondingtopost.Itisinthe clientsbestinteresttocontinuetomonitor thisbehavior.Intheeventthatthefeedback ratedecreasestobelow85%,theclient shouldstepintotheconversationandhelp to respond to users questions.

    Objective:

    Tactics Based on the Data: Increasepositivesentimentwithsocialmediasupport groups.Inthemediumswheremorequalitativedatacan begathered,likeFacebookandtheblog,theclientshould createstructuredsupportgroupsorganizedbytopic. Researchindicatesthatusersareoftennegativeor neutralbecausetheyfeelasiftheyaretheonlyoneswith theirproblemorissue.

    Overall Tone
    *Facebook and blog

    Comment Tone by Audience


    *Facebook and Blog
    = positive

    Increasesupportamongprospectiveemployees consistentlypostinglinkstomoreinformationabout howtojoin,orpossiblypostingcontactinformationfor localrecruiters.Whiletheclientssocialmediaisheavily usedforsupportandcomraderyamongsupporters, thereremainsahighlyunderutilizedpotentialfor employeerecruitment.


    CurrentEmployee FamilyofEmployee GeneralPublic ProspectiveEmployee Retiree

    39% 87% 95% 15% 100%

    *Tip:Family membersandthe generalpublicare thebiggest supporters. Rewardthem withThankyou statements

    IncreaseTwitter@Replies.Questionsand@Mentions wereatextremehighsforthisreportingperiod,likely duetotheholidayseasonandtheincreaseofsocial mediause.TheresponserateforTwitterandFacebook relativelystayedthesame.Aspreviouslynoted,usersare providingfeedbacktooneanotheronFacebookandthe blog.HoweveronTwitter,userswhodirectly@Mention theclientcommonlywillnotreceiveotherresponses,as thatisnotthenatureofthemedium.Clientshouldseta goal to reply to at least 20 @ Mentions a day from users. Twitter Statistics
    * Data collected from Tweetstats, Topsy and Twittalyzer

    Response to Comments
    *Facebook and blog

    TotalNumberof Questions N=60

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